UP Commemorates World TB Day 2018 with the #UPvsTB Campaign

On this World TB Day, 24 March 2018, the health department of theUP Government has committed itself to raise social awareness about Tuberculosis (TB) with the #UPvsTB campaign. The VIDI Foundation, a digital intelligence think-tank, has extended its support to make this campaign viral on social media and successfully made it one of India’s largest digital campaigns after Swachh Bharat. Gozoop, one of India's leading integrated marketing agencies, has also extended its support to further boost the campaign digitally.

TB is one of the deadliest diseases on the planet affecting nearly a quarter of the world’s population. India alone accounts for 25% of the infected population, and the Govt. of India, with support from WHO, has pledged to completely eradicate TB by 2025. With the #UPvsTB campaign, the Govt. of UP aims to support the country in this mission. Planned around the WHO theme– Wanted: Leaders for a TB-free world, this campaign has gone viral on social media garnering 20 million impressions till date.

As part of the campaign, digital overlay/frames have been created on Facebook for people to change their profile picture to show their support towards this cause and thus, help in spreading awareness among their friends and family. Thousands of people have already joined the campaign by changing their DP. Celebrities from different fields like ShabanaAzmi, R. Madhavan, Pooja Bhatt, Ravi Kishan, Huma Qureshi, Kanika Kapoor, Kailash Kher, RP Singh, Ashwini Ponnapa , Anas Edathodika, Vartika Singh, Alankrita Sahai, Disha Pandey and Arthi Venkatesh have also endorsed this cause on social media to help create maximum awareness.

Kiran Hegde, President, VIDI Foundation says, “We’re hoping that in the coming days, many more celebrities and people will be joining the campaign on social media. For maximum impact, we’re also using WhatsApp platform extensively to promote the message. Our aim is for people to get tested in time and pursue a complete regimen of treatment. TB is curable with full treatment.”

G.S Naveen Kumar, Special Secretary, Health, UP Government further adds, “Awareness is the key for eradicating TB. This campaign would help raise the much-needed awareness about TB and it's treatment. I would thank all the celebrities, sportspersons, doctors, and others for showing unconditional support to the #UPvsTB campaign'’

Speaking about the campaign, Ahmed Aftab Naqvi, CEO and Co-Founder, Gozoop shares, “

As entrepreneurs in India, I believe we have a larger responsibility towards serving the nation which goes beyond just pure economics. #UPvsTB is one such opportunity to create positive change at large and we are looking forward to leverage our expertise on digital & beyond to achieve the same.”